Ad Nut
Jan 22, 2019

Rafael Nadal and friends make silly sounds for Kia

Campaign by Innocean includes fun TVC, plus a game where the louder you growl, the faster your car moves.

A campaign by Innocean for Kia Motors emphasises the supposedly aggressive exhaust note of the Cerato GT model by getting a bunch of people, including tennis star Rafael Nadal, to make funny faces and car sounds, as if they were toddlers playing with Hot Wheels.

The TVC is 30 seconds of wordless silliness, and Ad Nut loves it. What better way to cut through the monotony of typical ads, with their highly sonorous voiceovers, than a bunch of madly vibrating lips?

There's also a game you can try at

The campaign, timed to launch with the Australian Open, includes the TVC, court-side LED screens, a game booth in Melbourne, digital, out of home and social elements.

OOH poster

Ad Nut is a bit disappointed by Nadal's performance in the ad. His tennis game may be fierce, but he seems reluctant to really get his growl on. Ad Nut, on the other hand, got perhaps a little too enthuiastic and disturbed many nearby woodland creatures making loud Vroooooom and Screeeeech sounds.


Client: Kia Motors Australia
Chief Operating Officer: Damien Meredith
GM, Network Development: Manuel Tyras
Brand Manager: Andrew Phan
Agency: Innocean Australia
Executive Creative Director: Steve Jackson
Creative Director: Paul Bruce
Creatives: Roy Leibowitz & Chris Wilson
Executive Producer: Craig Sloane
Production Director: Warrick Nicholson
Senior Digital Producer: Jye Calder
Account Management: Jamie Clift, Nalisha Dahya & Amber Lowings
Director / Photographer: Simon Harsent @ Pool Collective
DOP: Matt Stewart
Post-Production: Heckler
Head of VFX: Jamie Watson
Executive Creative Director: Luca Ionescu
Executive Producer: Will Alexander
Senior VFX Producer: Amy Jarman
Head of 3D: Tom Corbett
Lead Editor: Andrew Holmes
Senior Colourist: Greg Constantaras
3D Artists: Tim Jarick, Dusan Marjanovic & Boris Fomin
VFX Artists: Younguck Ha & Bertrand Polivka
Animators: Fred Venet & Shaun Leong-Williams
Game Developers: Code on Canvas
Activation Partner: Bastion
Media: Innocean and Havas 

Ad Nut is a surprisingly literate woodland creature that for unknown reasons has an unhealthy obsession with advertising. Ad Nut gathers ads from all over Asia and the world for your viewing pleasure, because Ad Nut loves you. You can also check out Ad Nut's Advertising Hall of Fame, or read about Ad Nut's strange obsession with 'murderous beasts'.


Related Articles

Just Published

2 days ago

Mindshare adds dedicated China leadership

EXCLUSIVE: APAC CEO Amrita Randhawa has relinquished her China responsibilities to two new leaders, Benjamin Condit and Linda Lin.

2 days ago

Pinterest unveils new tools and insights for marketers

Major takeaways from the platform’s first global advertiser summit.

2 days ago

Crash Course: How to develop a content strategy

You know content should be a key part of your overall brand strategy, but where do you start? This course explains the key steps you should take to ensure an effective content journey.

2 days ago

The unlimited potential of live storytelling in ...

Brands like Standard Chartered, Uber Eats and Mastercard achieve impact by marrying human emotions with the unpredictability and excitement of live sports.